Ad Spending

Provided by Kantar media

Q3 2013 v Q3 2012 Television (000)

Absent home-stretch political ad spend and Summer Olympics, total television advertising expenditures decreased -6.2% in Q3 2013 v Q3 2012 (-14.2% for Spot TV), but the averages belie pockets of great strength in key categories for spot television:

AUTOMOTIVE

Third Quarter 2013 saw an increase in Automotive spending for makes and models across the board, with some advertisers increasing spend as much as 135% (Honda).

Industry Advertiser Q3 2013
(000)
Q3 2012
(000)
%
Change
Auto, Access, Equip Ford Dealer Assn $128,065.40 $119,800.30 7%
Auto, Access, Equip Toyota Dealer Assn $95,813.40 $92,588.20 3%
Auto, Access, Equip Nissan $66,377.30 $56,320.50 18%
Auto, Access, Equip Honda Dealer Assn $51,095.30 $21,786.70 135%
Auto, Access, Equip Hyundai Dealer Assn $49,855.20 $42,769.30 17%
Auto, Access, Equip Dodge $48,715.00 $43,334.60 12%
Auto, Access, Equip Chevrolet $37,788.30 $29,437.70 28%
Auto, Access, Equip Jeep $24,134.00 $23,959.90 1%
Auto, Access, Equip Kia $23,838.90 $22,277.40 7%
Auto, Access, Equip Lexus Dealer Assn $21,387.60 $17,327.10 23%
Auto, Access, Equip Lincoln $20,545.60 $14,105.70 46%
Auto, Access, Equip Audi Dealer Assn $17,750.50 $17,339.60 2%
Auto, Access, Equip Ford $14,307.50 $8,380.70 71%
Auto, Access, Equip Buick $10,794.30 $10,683.30 1%
Auto Dealers Lexus Local Dealer $6,880.40 $5,952.60 16%
Auto Dealers Drivetime Local Dealer $6,789.40 $4,512.80 50%
Auto Dealers AutoNation Local Dealer $6,462.90    
Auto Dealers AAMCO $4,456.10 $4,426.50 1%
Auto Dealers NTB National Tire & Battery $2,980.20 $2,618.60 14%

There were 11 more advertisers in the Auto,. Access, Equip category who spent over $1 million and were up in 3rd Qtr’13, including Cadillac Dealer Assn, Kia Dealer Assn, Mercedes Benz Dealer Assn, Mercedes Benz, Jaguar Dealer Assn, Mitsubishi, Buick Dealer Assn, Fiat, Subaru Dealer Assn, Volvo and Smart.

There were 15 more advertisers in the Auto Dealers category who spent over $1 million and were up in 3rd Qtr’13.


COMMUNICATIONS

Six of the top 10 Communications sector advertisers increased Spot TV spend in 3rd Qtr’13 and 3 new advertisers joined the Communications roster with $1+ million buys. Verizon, a big Olympic advertiser, was the only significant player to decrease spending in the market.

 Industry Advertiser Q3 2013
(000)
Q3 2012
(000)
%
Change
 Communications XFinity $85,322.30 $91,268.30 -7%
 Communications AT&T $70,407.90 $65,303.80 8%
 Communications Time Warner Cable $56,786.40 $43,148.00 32%
 Communications Verizon $22,829.70 $55,210.80 -59%
 Communications Cox $21,349.50 $19,860.00 8%
 Communications CenturyLink $17,550.10 $12,365.10 42%
 Communications Optimum $12,426.70 $10,985.00 13%
 Communications Charter Communications $9,187.70 $10,968.20 -16%
 Communications Boost Mobile $7,202.20 $231.00 3018%
 Communications Cricket $6,768.40 $11,008.50 -39%

In addition, three new advertisers showed up in 3rd Qtr’13 spending over $1 million on Spot TV:

 Industry Advertiser Q3 2013
(000)
Q3 2012
(000)
%
Change
 Communications AIO $2,638.00    
 Communications Exede Internet Service $2,434.50    
 Communications American Family $1,438.20    



RESTAURANTS

On the Restaurant front, 3 of the top 5 advertisers increased spend (McDonald's, Arby's & Jack-in-the-Box), along with 23 other restaurant-eurs who both spent significantly ($1mill+) and increased investments in Spot TV over 3Q'12. The two Top 5 advertisers that decreased Spot TV spending (Subway, Dunkin Donuts) were flat versus last year when Olympic spending was taken into account.

 Industry Advertiser Q3 2013
(000)
Q3 2012
(000)
%
Change
 Restaurants McDonalds $50,193.60 $44,248.00 13%
 Restaurants Subway $23,584.10 $30,218.20 -22%
 Restaurants Arbys $17,609.20 $8,632.60 104%
 Restaurants Dunkin Donuts $15,815.80 $18,970.80 -17%
 Restaurants Jack In The Box $13,988.00 $13,654.20 2%

21 other restaurants also spent over $1 million and were up with Spot TV in 3rd Qtr’13, including Hardees, Checkers, Papa Murphy’s Take & Bake Pizza, Whataburger, IHOP, Church’s Fried Chicken, Logan’s Roadhouse, KFC, Captain Ds, Burger King, Panera Bread Bakery, Hometown Buffet, Krystal, Bojangles, Round Table Pizza, Sizzler, Perkins, Wienerschnitzel, Wing Stop, On The Border and White Castle.


GOVERNMENT, POLITICS & ORGANIZATIONS

Politics is an “even” year industry, as political races follow an even year cycle. Spot TV has benefitted from recent record-breaking cycles in 2008, 2010 and 2012, and while Spot TV saw an -86% decrease in political dollars in 3rd Qtr’13, this drop was consistent with previous cycles, even as the spending in the even years increase:

3rd Quarter Spot TV Political Dollars $ (000) % Change from Previous Year
2013 $47,824.00 -86%
2012 $337,595.00 912%
2011 $33,344.00 -86%
2010 $235,820.10 725%
2009 $28,576.30 -85%
2008 $186,371.80  

Spot TV = Top 125 markets, Presidential Campaigns, National Campaigns (Non-Presidential), State & Local Campaigns, Ballot Issues, and Political & Political Parties: Comb&NEC.

While 2013 was without Senate or House races, there were two Gubernatorial races in New Jersey and Virginia, as well as some big races in New York City, most notably the office of Mayor. Political spending may have been down, but it was by no means out, as seen by the increases in certain political categories:

 Advertiser Q3 2013
(000)
Q3 2012
(000)
%
Change
 POL-Mayor $19,686.80 $1,373.90 1333%
 POL-Governor $9,031.60 $14,127.20 -36%
 POL-City Comptroller $8,714.10    
 Dem State Central Committee $2,331.10 $1,226.10 90%
 POL-US Senate $2,078.30 $84,784.60 -98%
 POL-Public Advocate $1,647.30    
 Republican Governors Assn $1,525.50 $1,342.30 14%
 POL-State Senate $1,149.90 $5,103.90 -77%

The political races are just one part of the Government, Politics & Organizations industry, and while the election dollars were lighter, other areas, such as the lotteries, saw an opportunity to take advantage of the value of Spot Television:

 Industry Advertiser Q3 2013
(000)
Q3 2012
(000)
%
Change
Gov, Pol & Org New York State Lottery $8,358.50 $7,310.70 14%
Gov, Pol & Org Illinois State Lottery $2,853.00 $1,456.80 96%
Gov, Pol & Org Florida State Lottery $2,781.50 $2,361.10 18%
Gov, Pol & Org Georgia State Lottery $2,473.20 $2,331.30 6%
Gov, Pol & Org Michigan State Lottery $1,308.80 $593.60 120%
Gov, Pol & Org S. Carolina Education Lottery $1,082.20 $1,061.10 2%

Click here for a summary of Q3’13 advertising spending in comparison to Q3 ’12, as provided by Kantar Media.  Top 25 Local Broadcast Categories and Advertisers are also included. 

 
 
 

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